full transcript
From the Ted Talk "Don Norman: 3 ways good design makes you happy"

Unscramble the Blue Letters

There's something I call the visceral level of processing, and there will be visceral-level design. Biology — we have co-adapted through biology to like bright colors. That's especially good that mammals and primates like fruits and bright pnatls, because you eat the fruit and you thereby dasper the seed. There's an amazing amount of stuff that's built into the brain. We dislike ttiebr tastes, we dislike loud sounds, we dislike hot aeutmesrpret, cold temperatures. We dislike scolding voices. We dislike rgofwinn faces; we like symmetrical faces, etc., etc. So that's the visceral level. In design, you can express visceral in lots of ways, like the ecihoc of type fonts and the red for hot, exciting. Or the 1963 Jaguar: It's actually a crummy car, falls apart all the time, but the owners love it. And it's beautiful — it's in the Museum of Modern Art. A water bottle: You buy it because of the bottle, not because of the water. And when people are finished, they don't htwor it away. They keep it for — you know, it's like the old wine bottles, you keep it for decoration or maybe ilfl it with water again, which rvsope it's not the atewr. It's all about the visceral experience.

Open Cloze

There's something I call the visceral level of processing, and there will be visceral-level design. Biology — we have co-adapted through biology to like bright colors. That's especially good that mammals and primates like fruits and bright ______, because you eat the fruit and you thereby ______ the seed. There's an amazing amount of stuff that's built into the brain. We dislike ______ tastes, we dislike loud sounds, we dislike hot ____________, cold temperatures. We dislike scolding voices. We dislike ________ faces; we like symmetrical faces, etc., etc. So that's the visceral level. In design, you can express visceral in lots of ways, like the ______ of type fonts and the red for hot, exciting. Or the 1963 Jaguar: It's actually a crummy car, falls apart all the time, but the owners love it. And it's beautiful — it's in the Museum of Modern Art. A water bottle: You buy it because of the bottle, not because of the water. And when people are finished, they don't _____ it away. They keep it for — you know, it's like the old wine bottles, you keep it for decoration or maybe ____ it with water again, which ______ it's not the _____. It's all about the visceral experience.

Solution

  1. plants
  2. frowning
  3. bitter
  4. choice
  5. water
  6. spread
  7. temperatures
  8. proves
  9. throw
  10. fill

Original Text

There's something I call the visceral level of processing, and there will be visceral-level design. Biology — we have co-adapted through biology to like bright colors. That's especially good that mammals and primates like fruits and bright plants, because you eat the fruit and you thereby spread the seed. There's an amazing amount of stuff that's built into the brain. We dislike bitter tastes, we dislike loud sounds, we dislike hot temperatures, cold temperatures. We dislike scolding voices. We dislike frowning faces; we like symmetrical faces, etc., etc. So that's the visceral level. In design, you can express visceral in lots of ways, like the choice of type fonts and the red for hot, exciting. Or the 1963 Jaguar: It's actually a crummy car, falls apart all the time, but the owners love it. And it's beautiful — it's in the Museum of Modern Art. A water bottle: You buy it because of the bottle, not because of the water. And when people are finished, they don't throw it away. They keep it for — you know, it's like the old wine bottles, you keep it for decoration or maybe fill it with water again, which proves it's not the water. It's all about the visceral experience.

ngrams of length 2

collocation frequency
ping pong 4
visceral level 3
type design 3

Important Words

  1. amazing
  2. amount
  3. art
  4. beautiful
  5. biology
  6. bitter
  7. bottle
  8. bottles
  9. brain
  10. bright
  11. built
  12. buy
  13. call
  14. car
  15. choice
  16. cold
  17. colors
  18. crummy
  19. decoration
  20. design
  21. dislike
  22. eat
  23. exciting
  24. experience
  25. express
  26. faces
  27. falls
  28. fill
  29. finished
  30. fonts
  31. frowning
  32. fruit
  33. fruits
  34. good
  35. hot
  36. level
  37. lots
  38. loud
  39. love
  40. mammals
  41. modern
  42. museum
  43. owners
  44. people
  45. plants
  46. primates
  47. processing
  48. proves
  49. red
  50. scolding
  51. seed
  52. sounds
  53. spread
  54. stuff
  55. symmetrical
  56. tastes
  57. temperatures
  58. throw
  59. time
  60. type
  61. visceral
  62. voices
  63. water
  64. ways
  65. wine